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Showing posts from February 25, 2019
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Ten reasons your SEO campaign isn’t working

The pursuit to keep up with the latest SEO trends has managed to overwhelm a lot of website owners and marketers in the digital sphere.Competition is driving this mad race of ranking further and maintaining your online presence has become more difficult than ever.The top reason for brands taking their Search Engine Optimization strategy this seriously is that they want to score an insane amount of traffic and as a result, they want to stay at the top of the search engine rankings. However, being able to achieve that is far from making simple SEO fixes here and there.If your SEO strategy is really working, you can expect it to give out results in at least three months. If you don’t see the efforts kicking in, your SEO campaign is probably not working as it should. But, what are the reasons that lead to the failure of your SEO strategy or campaign?Let’s find out.Ten reasons your SEO campaign might not be workingYour website has poor contentThe top reason behind your search engine optimi…

What can we learn from voice search in 2018?

A study by HigherVisibility on voice search over the past few years has revealed some interesting trends in the industry.Dubbed How Popular Is Voice Search?, the 2018 study is a follow up to the first one that was done the previous year.According to the study, the number of mobile users who trusted the accuracy of voice search dropped from 87% in 2017 to 82% in 2018.Additionally, while up to 53% of the respondents admitted to using voice search while driving in 2017, that number dropped to 35% in 2018.These are just some of the many surprising findings by the study that suggests a declining use of voice search, loss of trust in voice assistants, increasing adoption of voice search by the older generations and a lot more.While certain studies (especially those done with more accuracy) might show a rather depressing look of the industry, at the end of the day there is a guaranteed silver lining: We get a better understanding of voice search usage.2018 gave us a lot of lessons that can b…

Rethinking the marketing funnel with Consumer Decision Journeys

The traditional marketing funnel, starting wide at the top and narrowing down to purchase was appropriate in the past but has become outdated. The way customers shop and interact with brands has changed in the digital age, we see this with our client’s customer journeys. The ‘Consumer Decision Journey’ (CDJ), as proposed by Edelman and Colleagues, provides a practical framework for marketing to customers along this journey. It provides a framework to update the traditional marketing funnel. This CDJ is unique to specific industries and a fair amount of research needs to be conducted to uncover it. Let’s look at how we can apply it to crafting a contemporary digital marketing strategy.The CDJ consists of four stages. The best way to understand it is through examples.Purchasing a blenderI recently decided to purchase a blender. When I think back to how this idea came into my mind, I recall that I saw a blender at my neighbor’s house, Ted. On noticing me eyeballing his Nutribullet, Ted t…

Think like a search marketer to drive growth with YouTube

Today’s consumers are constantly moving between channels and devices, and video is becoming an increasingly important part of their journey. In fact, in a study we conducted at Google, eighty percent of shoppers told us they have switched between search and video when they’re researching products to buy. Which begs the question, as a search marketer, how do you effectively add video to your strategy?Custom intent audiences is the answer. They take a useful signal (what people are looking for) and let you engage them across different media. These audiences are designed to work with the search skill set that you already have with a few differences on the margins. (I’m focusing on video for today, but remember that you can also create these audiences on display and Gmail.)What are custom intent audiences?Custom intent audiences help you reach customers on YouTube based on the terms they use to search for products or services on Google.com. You select a set of keywords, then your video ad…